Huaguoshan Yunwu Tea Integrated Marketing Cpmmunication Planning Program

After the 18th Party Congress,the Party Central Committee attaches great importance to the strategic significance of the brand in the transformation and upgrading of modern agriculture,the development of China’s agricultural branding is guaranteed and mobilized,and agricultural branding has become a trend.Tea as China’s traditional industry,many categories and each with its own characteristics,fierce competition between brands.The emergence of emerging tea products brings challenges to the industry,and integrated marketing communication has become an important strategy for the development of the tea industry.Tea brand communication has always been the shortcomings of most brands.In response to the problems of single means of communication,similar communication methods and homogenization of communication contents,integrated marketing communication theory is applied to realize the organic combination of online and offline marketing methods from the real situation and communication shortcomings of tea brands,according to the marketing status and development of the brand,with the help of various communication methods such as community and new media.There are five parts in the plan,first of all,the market environment faced by the Huaguoshan Yunwu tea brand research and analysis,on the basis of which the brand’s own strengths and weaknesses to identify the problems in the process of brand development;then according to the brand market situation and consumer changes in integrated marketing communication planning,from the brand image,media use,specific activities and other aspects to develop a personalized,adapt to market changes in the communication plan.This plan is designed based on the realistic background of Huaguoshan Yunwu tea,aiming to adapt to the current consumer market,enhance the brand awareness and draw closer the connection between the brand and the consumers.China’s tea agricultural brands often face similar problems,this plan can also provide a certain reference to other agricultural brands,and promote the growth of brand value of China’s tea industry.